Page 10 - GIADA-Sept-2018-Final

SALES

Delivering a Car Buying Experience Your

Customers Want

By DrivingSales News

In a DrivingSales Webinar, MaxDigital McMullen, SVP of Strategy and Innovation "Using trust and confidence in every
says the reason the 12-step road to the sale at MAXDigital. The main ingredients single one of these elements is how they
doesn’t work is because it focuses on the for the “Path to Purchase” model are two (successful dealerships) get to those great
way dealerships sell cars rather than the things. results."
way consumers buy cars.
"They (successful dealerships) infuse trust By embracing the Path to the Purchase
"If we think about the way a consumer does and confidence at every point of the car McMullen says your dealership will see an
a lot of commerce today online, It's they buying process." increase in profit, "Using the Customers
way they want to do business. We need to Path to Purchase is how you create the
think differently too about the customers To really be succesful, your store needs to experience customers want. AND the sales
road to the sale. Or what we (MAXDigital) bring trust and confidence into 6 different and profit that you want in your dealership."
call the Path to the Purchase." “P” steps: Your people, your process, your n
product, your pricing, your payment and
The Path to Purchase should replace the your protection.
Road to the Sale according to Patrick

8 | GIADA Independent Auto Dealer SEPTEMBER 2018